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Customer Journey eines globalen Baugeräteanbieters. Handlungsempfehlungen für relevante Touchpoints: Empirische Untersuchung

Customer Journey eines globalen Baugeräteanbieters. Handlungsempfehlungen für relevante Touchpoints: Empirische Untersuchung

          
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About the Book

Bachelorarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, München früher Fachhochschule, Sprache: Deutsch, Abstract: Diese Arbeit hat das Ziel, eine Untersuchung zur Customer-Journey mit Fokus auf die ausgewählte Persona "Geschäftsführer groß" zur Ableitung von Handlungsempfehlungen relevanter Touchpoints durchzuführen. Die folgenden Forschungsfragen werden beantwortet: Wie relevant sind die vorhandenen Touchpoints in der Customer Journey von Wacker Neuson in der deutschen Bauwirtschaftsbranche? Wie können diese gezielter weiterentwickelt werden? Zur Ergebnisfindung werden deutsche Großkunden via Experteninterviews befragt, die im Rahmen einer empirischen Untersuchung die Grundsteine für die Beantwortung der Forschungsfrage darstellen. Im Anschluss der Einleitung folgt ein einführender Theorie- und Definitionsteil, welcher von einem nachfolgenden Praxisteil veranschaulicht wird. In der theoretischen Fundierung werden Begriffe und Prozesse, wie die Entwicklung sowie die Definition der Customer Journey, aufgezeigt. In Kapitel 3 wird das Untersuchungsobjekt Wacker Neuson vorgestellt, als Hintergrund für den anschließenden praktischen Teil. Der darauffolgende Teil der Arbeit gilt dem methodischen Vorgehen. Unter Berücksichtigung qualitativer sowie quantitativer Methoden wird das Design der empirischen Untersuchung festgelegt. Bevor die Auswertung der empirischen Untersuchung stattfindet, wird der Fragebogen operationalisiert und ein Pre-Test durchgeführt. Die Methoden der qualitativen und quantitativen Auswertungen werden erläutert, sowie die Importance-Performance-Analyse hergeleitet. In Kapitel 5 wird die Durchführung der Befragung genau untersucht und die Ergebnisse der empirischen Untersuchung ausgearbeitet. Das Kapitel schließt mit der Beantwortung der Forschungsfragen ab. In Kapitel 6 erfolgt die Ableitung der Handlungsempfehlung der einzelnen To


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Product Details
  • ISBN-13: 9783346331885
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 128
  • Spine Width: 8 mm
  • Weight: 177 gr
  • ISBN-10: 3346331881
  • Publisher Date: 16 Dec 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Empirische Untersuchung
  • Width: 148 mm


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Customer Journey eines globalen Baugeräteanbieters. Handlungsempfehlungen für relevante Touchpoints: Empirische Untersuchung
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Customer Journey eines globalen Baugeräteanbieters. Handlungsempfehlungen für relevante Touchpoints: Empirische Untersuchung
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